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Content Strategy

GROW, REACH, BUILD TRAFFIC AND ESTABLISH YOUR AUTHORITY WITH HIGH-QUALITY CONTENT AND CAMPAIGNs.

USE DATA AND INSIGHTS TO DEVELOP A CONTENT STRATEGY

CREATE HIGH-QUALITY ASSETS THAT EARN THE ATTENTION OF YOUR AUDIENCE

BUILD BRAND ADVOCACY AND LEVERAGE IT TO DRIVE CONVERSIONS

WHY INVEST IN A CONTENT STRATEGY?

I can help you develop data-led content strategy to ensure that all content, channels and activity are aligned.

 

I’ll use search data, customer surveys and social listening to discover the needs and behaviours of your commercial audience. This will guide what to create and where to put it.

My strategies include a content calendar so our respective teams know exactly what to create, when and how content is repurposed across channels.

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My strategy will help your brand build reach, engage and capture audiences, and drive action.

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WHAT MY CLIENTS SAY

  • Healthcare client

  • Content strategy and content delivery

[To the agency team from the client] 


We have indeed come a very long way. We reviewed the success of the strategy with Mark [SURNAME], Steve [SURNAME] and Shawn [SURNAME] a couple of weeks back. They are very impressed and Steve said he would like the enterprise to follow a similar path.
 
You should all feel really proud of the work you are doing to support these efforts; they are helping us build our credentials and considerably widen brand reach.

I have created content strategies for the following brands

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Image by Jannes Glas
WHAT MY CLIENTS SAY

  • Sports equipment client

  • Content strategy

Just off the phone to Kevin at [COMPANY] and he is really chuffed with how the relationship and the content strategy is progressing. He is pleased with how you have positioned it and the level at which you pitched it. Brilliant work and thank you.

[Agency] Client Services Director

How I develop your strategy

STEP 1

AIMS & OBJECTIVES

First, we'll work to define your objectives and what you want to achieve:

  • What are the business goals and business objectives?

  • What is the marketing strategy?

  • What is the brand’s mission?

  • The brief

  • What is the brief? What will content be used to achieve?
     

STEP 3

DATA & INSIGHTS

In addition to audience insights, I'll conduct the following research:

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  • Competitor analysis

  • SWOT analysis

  • Content audit: What’s working? What’s not?

  • Social (media) listening

  • User research and customer surveys

  • Insights from client/anecdotal

  • Keyword research

STEP 5

CONTENT & CAMPAIGNS

I will create flagship campaign ideas and lists of articles. Formats might include: 

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  • Search articles

  • Thought leadership

  • FAQs

  • News

  • Case studies

  • ‘About Us’ content

  • Video guides

STEP 7

CONTENT CALENDAR & PLAN

I will build a content calendar based on the strategy and its recommendations. This will include:

 

  • What content will be created

  • Where it will be published and when

  • Work flow and allocation of owners

  • Links to the content itself

STEP 2

DEFINING YOUR AUDIENCE

I’ll work with you to build a picture of your target audience using various tools from search data to customer surveys.

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I'll use those insights to define what your audience cares about, what they need and the platforms they use. Then I'll develop personas to guide strategy and tactics.

STEP 4

THE STRATEGY

Next I'll develop the broad, strategic direction: the role of content, how and why we will use it to reach and engage our audience.

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  • What does our content ai to do?

  • How will content answer the needs of an audience?

  • Content (topical) pillars (3-6 is usual)

  • Tone of voice

STEP 6

CHANNELS

I will define the key channels and how each will be used, and how each campaign will flow onto these channels. For example:

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  • Website

  • Social media

  • Video

  • Podcast

  • Email

  • PR

STEP 8

DELIVERY

I can help you manage, create and publish all of your great new content wherever it lives… from your website to social channels, Apple Podcasts to Youtube.

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WHAT MY CLIENTS SAY

  • Graphic designer client

  • Content strategy and site content

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TACTICS VS STRATEGY

I have worked with B2B and B2C brands, governing bodies and members' organisations, using insight and analytics to create successful content strategies.

 

Too many brands work tactically, making content decisions reactively based on a range of bottom-up inputs from channels to search data to competitor mimicry. This results in inefficient channel siloes, ineffective campaigns and slow long-term growth.

I work with brands to develop cohesive, comprehensive content strategies that ensure all content activity is aligned: Data and insights reveal what the audience wants; brand values, position and proposition inform how we might deliver that.

 

My content strategies help organisations reach new audiences, increase engagement with existing audiences and drive action - from signups to downloads to purchases. These strategies help companies use content to build trust and create brand advocates who repeatedly buy products and services. As part of their relationship with the brand.

Portfolio

See more examples of my content creation in my portfolio

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